iHeartMedia Spanish CHR “Rumba 97.7” WZRM Brockton/Boston has announced the appointment of Eliseo ‘Short-E’ Cierra as Program Director.
Cierra joins WZRM from the dual role as PD/afternoon host at Rhythmic CHR “105.5 The Beat” WBTT and PD of Hot AC “Y100.1” WZJZ Fort Myers FL where he has been since 2018. He began his career as an intern and later host at Hip Hop 106.1 KMEL San Francisco from 1996-2005 before spending thirteen years in Sacramento as Music Director of “Hot 103.5” KHHM from 2005-13 and then as MD/night host at 102.5 KSFM from 2013-18.
He succeeds Antonio ‘Tony Banana’ Rodriguez, who will be moving to a new yet-to-be-announced position within the company.
iHeartMedia Boston announced today that Eliseo “Short-E” Cierra will take the helm as Program Director of Rumba 97.7, #1 para Reggaeton y Variedad en Boston, effective immediately.
iHeartMedia Boston has a strong cross-platform presence and includes a number of iconic brands and franchises — both broadcast and digital — encompassing more than eight stations comprised of music, talk and news formats.
iHeartMedia has the leading consumer reach and influence across multiple platforms and delivers more live programming than any other media company. As Program Director, Cierra will be responsible for Programing and Brand Leadership of Rumba 97.7. He will report to Dylan Sprague, Senior Vice President of Programming for iHeartMedia Boston.
“I’ve been a fan of Short-E for a long time and know that his energy, passion and leadership will allow him to thrive as Rumba’s Program Director in Boston’s vibrant, growing Latin community,” said Dylan Sprague, Senior Vice President of Programming for iHeartMedia Boston. “We’ve seen incredible growth in Rumba’s first two years, and we anticipate more success under Short-E’s leadership.”
Cierra started his radio career as an intern at 106 KMEL in San Francisco, working his way up to on-air personality. After a few stops at multiple Sacramento radio groups, Cierra earned his Music Director stripes before heading to Fort Myers/Naples to become Program Director at WBTT & WZJZ.
“I couldn’t be more humbled to join an amazing and legendary team at iHeartRadio in Boston,” said Cierra.“Rumba 97.7 has a strong familia and I’m excited to join the fiesta and experience the Latin community that I’ve heard so much about. Viva Rumba en Boston!”
Rumba 97.7’s former Program Director Antonio, “Tony Banana” Rodriguez remains with iHeartRadio and will transition to a position to be announced at a later date.
